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Reading list recommendations

Oct 03, 2005 8:13 am

re: re: re: re: Reading list recommendations

John B

"Scientific Advertising" was written by Claude Hopkins and is considered one of the classics in the direct marketing world. Since it's in the public domain, you can find it for free on the internet (40 page pdf document).

I read Jay's books before Scientific Advertising and was fascinated at how much it influenced his thinking. Jay based his pricing strategy on one of the chapters in the book (people judge things based on price). He includes the "$5,000 an hour consultant" line in all his communication for a reason. Works very well!

Another great book is "Influence: The Psychology of Persuasion" by Dr Cialdini. It discusses the 6 primary tools of influence.

Al Ries' book "Positioning" is great as well.

Private Reply to John B (new win)

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